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Copy of Copy of Marketing 101
Transcript of Copy of Copy of Marketing 101
concurentii si produsele lor
pozitia lor in piata
oportunitati si amenintari
Organizatie si produs
Obiective de marketing
Obiective de comunicare
Pozitionare & Point Of Difference
One thing to communicate
Scrierea unui Brief
Ce este Marketingul?
Marketing Strategic 101
“The management process responsible for identifying , anticipating and satisfying customer requirements profitably” (Chartered Institute of Marketing)
sute de definitii
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” ( AMA, 2007)
”The performance of business activities which direct the flow of goods and products from producer to consumer”. (AMA, 1960)
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others” (Philip Kotler)
produse si servicii
Company to advertise
Desired brand positioning
Tone of voice
Timing and budget
What is wanted
campanie integrata de marketing
identitatea de brand
afinitatea fata de categorie
afinitatea fata de brand
Sales ( Vanzari)
“Consumer insight” este un adevar de profunzime despre consumatori, de care nu nimeni nu stie ca deja exista, nici macar consumatorii in cauza.